When considering a tattoo, it's important to select a studio with an artistic vibe and vision that you're comfortable with.
The tattoo scene has shifted in the last 10-15 years, with statistics showing a trend more towards females in their 20s-30s getting tattoos.
With that shift comes a need for studios that cater to a changing demographic.
"Clients don't want to feel intimidated by the environment, they want to feel relaxed and comfortable," says Hamilton studio owner Parris, from East Coast Ministry of Ink.
"They want the mod-cons such as Netflix, tablets, free wi-fi etc."
Located on the cosmopolitan strip of Beaumont Street, East Coast Ministry of Ink has a feeling of home, with great colour choices, greenery throughout and an openness that puts people at ease.
"With some clients spending upwards of 8 hours in the tattoo chair, the aim has always been to make the tattooing experience the best it can be," Parris said.
"We cater well for all age groups and have even had the odd 70+ client."
Social Media backs up positive reaction on the street.
"Very impressed with the tattoo I got done," reads one review. "Staff are extremely helpful, professional and a pleasure to talk to.
"As for the shop it was very clean and fresh.
"Very comfortable and peaceful surroundings.
"Was a pleasure to be there and will be back for sure."
Creating an environment where the artists enjoy coming to work was extremely important to Parris.
"I wanted a studio that continued to grow, thrive and evolve in a digital era," Parris said.
"Ensuring our artists are in an environment where developing quality art comes easy is imperative.
"Having a fantastic team of talented artists enjoying their environment is great."
The studio is also focused on the artists having a healthy work/life balance, with artists enjoying the ability to work around family and other commitments.
With all artists offering free consultations, East Coast Ministry of Ink ticks all the boxes for both clients looking to get their first tattoo, and those who've already started their tattoo collection.
With a formula that works, Parris looks forward to developing opportunities that loom for East Coast Ministry of Ink
"We'll continue to work on the great culture already established in the studio and we'll look for new opportunities at every turn," he said.
"We'll welcome clients both new and existing and if all goes to plan, we'll have some exciting news to announce in the future."
East Coast Ministry of Ink is located at 135 Beaumont St, Hamilton.
For more information, ring (02) 4961 6035 or www.eastcoastministryofink.com.au.